Advertising pictures, posters and Vietnamese woodblock-printing labels in the period 1946-1954
52
Tạp chí Khoa học - Viện Đại học Mở Hà Nội 64 (2/2020) 52-58
ADVERTISING PICTURES, POSTERS AND
VIETNAMESE WOODBLOCK-PRINTING LABELS IN
THE PERIOD 1946-1954
Hoang Minh Phuc*
Date received the article: 5/8/2019
Date received the review results: 4/2/2020
Date published the article: 27/2/2020
Abstracts: In Vietnamese graphic arts, advertising pictures, posters, and engravings
printed in wood from 1946-1954 have made important contributions in many aspects of
politics, culture and arts. The works of this period not only reflected the historical appearance
of a people in words, images and techniques expressing the specificity of wood carvings in the
general development of art, but also contribute to confirm the imprint of this material during
the development of applied art of Vietnam.
Keywords: Advertising pictures, posters, prints, woodblock prints, Vietnam.
Vietnamese society in the time of
commercial feudalism did not develop, so
there was no need for advertising, graphic
advertisementdidnotformclearly,although
some shops in Thang Long used to have
door labels, products and hang the product
out the door, treating it as an advertisement.
By the end of the 19th century and the early
20th century, when the French colonialists
temporarily settled colonial rule, a number
of cities began to develop trade alongside
small handicraft trade in craft guilds and
feudal trade. The urban bourgeoisie formed
with the birth of a weak bourgeoisie
in Vietnam. Market demand is always
associated with advertising, signs on shops,
posters for regular trade or each birth in
urban areas, in which woodblock printing
posters are relatively popular.
* Dong Nai Decorative fine arts college
Nghiên cứu trao đổi ● Research-Exchange of opinion
53
When capitalist production was
first established in the French colonial
cities, labels and packaging of goods
first appeared, depending on the type of
goods people used appropriate means
to advertise. Signs are usually painted
with paint on wooden boards, corrugated
iron, or directly on the walls of the house
(doorway). Goods always have a certain
small and large package, but most of
the words, signs, logos (like logos) are
printed with woodblock on paper. There
are always logos, writing (shops, prices,
short introductions about the product, and
maybe a picture of something related to
the product or homeowner, for example,
the tiger is printed on the label of Cao
Con Ho, the deer head is printed on the
label of Cao Ban long). For small labels,
sometimes people design a series of
uniform labels on a printed mold, print
them out, then cut them out and paste them
for each product packaging. The color
of the label is also important for visual
impression, but because of the color prints
on the wood version, the prints are usually
only one or two colors and black prints or
black prints on colored paper.
frontline artists wrote on the spot many
posters that positively contributed to the
work of posters. Our means at that time
were still in need, so the paintings were
usually small, printed in wood or in stone;
sometimes they cannot print, the artist
takes a couple of pictures a day, along
with a folk-song, or a slogan, and then
they stick it on themselves.” [2, p.9] and
Truong Chinh’s remarks: “When there
are successful paintings, we must try to
print and publish them to the masses.” [1,
p.9]. The above two paragraphs illustrate
the need for posters with the national
resistance war in 1946-1954 and during
the anti-American resistance war. Motive
printing media was mentioned, of course,
at that time, the woodblock printing was
the simplest, the wood was not lacking,
there was only a small amount of ink, or
paint, the printing path was up or down.
tprint (wood), the engraving is also simple
... and this means, though rudimentary, but
suitable for war situations.
The posters were usually hand
painted by the artists until the 1980s. Then,
from hand-drawn paintings, people would
organize the printing into many copies
by the above means, distribute them to
localities and army units in resistance
war, in order to propagate the ways of the
Party and the state. Lithography has the
ability to adapt drawings very well, but
getting large format stones is relatively
difficult, so it is only convenient for
printing slogans, small-sized leaflets.
Screen prints made relatively easier and
can print small and medium sized posters
pictures, combined with large print sizes,
but the materials were not easily available
during the war. Particularly for woodblock
printing, for painters living in the forest
on the battlefield, it is not difficult to find
timber, so woodblock printing posters
After the August Revolution,
commercial advertising posters did not
developduetothewarsituationandposters
were used with the new requirement of
propagating the Nationalist resistance
movement of the Resistance and enemy
campaign government, from that it is
called posters - that means to motivate and
encourage. The three graphical techniques
used in antiquity during the resistance
war against the French were stone prints,
screen prints and woodblock prints,
depending on the specific conditions
and circumstances. In his talk about
Vietnamese posters art, he wrote: “In
the historic Dien Bien Phu campaign,
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Nghiên cứu trao đổi ● Research-Exchange of opinion
were also available during the war against
the French.
to win, France is bound to lose. This
brochure is printed in small black and
white, with many detailed drawings of the
social situation during the war against the
French. We can see many of these flyers,
they were distributed to people in the
areas where the Viet Minh soldiers passed,
sometimes scattered as leaflets into the
enemy area.
Promotional propaganda pictures
before the August 1945 Revolution and
after the August 1945 Revolution to
1954 can be divided into the following
categories: Flyers and leaflets, periodicals
and periodicals, antique paintings
traditions, comics. These types have been
studied from documents of museums in the
country, and can be hand painted, screen
printed, stone-printed, typographic and
wood-lined, in which woodblock printing
is very popular due to its simpleness and
can be made everywhere by everyone.
This is a very rich source of historical
data and on the other hand, it is said that
woodblock printing is popular in the anti-
French resistance to a large extent.
Newspapers and periodicals
The newspaper was popular in
the period of war, schools, army units,
and production units could make a wall-
sketched and handwritten newspaper for
everyone to see, as well as doing wall
papers until 1975. During the anti-French
resistance war, newspaper wall print,
woodblock printing and stone printing
were also popular to propagate the
resistance of the resistance government,
and provide battle information to the
people and army. These newspapers are
published regularly or irregularly by
regions under our management, of course,
not as a fixed newspaper in today’s press
sense, but perhaps as informational, that
name and trademark can be changed.
Flyers and handbill
A number of simple one-color
woodblock prints and leaflets are found
in the Museum of Revolution collections.
The poster of the victory response was
made in the years 1950 - 1952, during and
after the Border campaign, depicting two
scenes of going to work for citizens and
paying the duty of rice paddy with black
wooden prints and coloring by hand, on
four verses of the six-eight verse calling
for rice tax payment:
A newspaper to celebrate August
Revolution and Independence Day in
1951, published by Hung Yen Information
Company. This newspaper consists of two
sides printed into two sheets to stick on the
wall, each side has six paintings with the
content written. Newspapers of this type,
with very little textual content, are often
summarizedlikecomics, whiletheillustration
for ease of understanding is located above.
The whole population excitedly emulated
Quickly pay enough dry, clean and
yellow rice,
Militia energetically set out
Combined with the front line soldiers to
destroy the enemy
In the years 1948 - 1950, a flyer
was printed entitled The Victory of Us
with six-space pictures that presented
our relations with the enemy in military,
politics, economy and finance and two-
space conclusions that we are bound
Content:
1. The coup on March 9, 1945
Japanese fascists ousted France from
Indochina. TheFrenchempiresurrendered
in shame.
Nghiên cứu trao đổi ● Research-Exchange of opinion
55
2. The French Empire and the
11. From the small armies,
Japanese fascists looted our people›s rice.
They caused terrible famine in March
1945, causing more than two million of
our compatriots to starve to death.
rudimentary weapons, our army and
people have grown up in the resistance,
destroyed more than 10 lakh enemy troops
and won hundreds of tons of American
weapons armed to France and the
scarecrow.
3. Facing such barbaric tactics, the
Viet Minh Front led the people to raid the
warehouses of Japan and France divided
among the poor.
12. The whole nation united to fight
the Western / Successful resistance for
victory.
4. Viet Minh officials appeared
nationwide and organized a liberation
zone in Viet Bac.
In 1949, the propaganda committee
of the main army, Cao Bac Lang, published
a flyer of the Great Threat of the enemy in
Viet Bac. This leaflet, on the one hand, has
a colored drawing of the Vietnamese army
winning on the fronts of No.4 and No.2
in September 1949. The back shows all
the information about the specific battles
we have won. Also in the documents of
the Revolutionary Museum, we found a
Guerrilla - Militia newspaper, No. 3, of
the wall newspaper, with 15 paintings and
notes with the following content:
5. In August 1945, at Tan Trao
conference, President Ho Chi Minh
ordered an uprising to seize power for the
people.
6. On August 19th1945, under the
leadership of Viet Minh, more than 30,000
people demonstrated in armed struggle to
seize power in Hanoi Capital.
7. On September 2nd 1945 at Ba
Dinh flower garden, President Ho Chi
Minh solemnly read the Declaration of
Independence before the people of the
nation and the world.
1. The regular army organized by
the Government including only males.
2. The Guerrilla Team is organized
by people. Any boy, girl, old, young can
join.
8. Hiding behind British Imperial
troops, French aggression in the South on
23rd September 1945. The people of the
South rose and bravely fought.
3. Guerrilla fighting is a face-down
attack. I hid on the side of the road, waiting
for the enemy to pass by, and suddenly
struck on the side.
9. In order to uphold the peaceful
will of our people, President Ho Chi Minh
signed the Preliminary Agreement on 6th
March 1946 with representatives of the
French government.
4. Or when the enemy is closed, we
wait for the dark to come and destroy the
enemy. Should be very secret and fast.
10. The treaty and the provisional
treaty of September 14th 1946, signed and
not yet in full force of French aggression,
continue to provoke and gradually
consume our land. On 19th December
1946, the army and people throughout the
country rose to the resistance.
5. Guerrilla purpose is to harass the
enemy to prevent them from sleeping and
sleeping.
6. Everywhere, every day, some
enemies are killed. Gradually the enemy
will be destroyed.
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Nghiên cứu trao đổi ● Research-Exchange of opinion
7. The purpose of guerrilla warfare
techniques. As mentioned above, a
part of this painting was transferred to
woodblock printing, stone printing and
net printing, but if not, the artist had
to hand-draw and then hand it to the
information agency. Between posters
and leaflets, sometimes they do not differ
much, but there is a large image and
slogan in the posters.
is to help the army with everything
from reconnaissance, transport and
replenishment, etc.
8. Again, preserving the homeland,
prevents the enemy from pillaging wealth,
raping women, etc.
9. EVERYONE CAN PARTICIPATE
IN THE GUERRILLA WARFARE. A baby
holding an egg basket came to lure the
enemy out, stole grenades and throw
grenades to kill the enemy.
Some pictures of the anti-French
colonial campaign are as follows: The
first picture on the topic of Tay farmers
breaking the road to prevent the advance
of the French army , the picture has the
Tay song:
10. A teacher and student, every
night, he would go to the enemy camp and
set off some artillery. The enemy thought
the guerrilla came so tried to shoot all
night and cost a lot of bullets.
Ca tào noọng cuốc liên mừ
Làm tàng số 4 táy tầu dàm pây
Roughly translated:
11. An old woman was forced to cook
rice by the enemy. The old lady secretly
put poison into rice and wine. When the
enemy ate passionately, she took their
guns and hid them ...
Digging my way immediately hoe
Break the road No. 4 so you must step
through
The second picture called for all
foreigners to join the resistance to the
national construction and the puppet army
to follow us back, issued by Tuyen Quang
province in 1948, with the verse:
12. …. The old lady locked the door
and set the camp on fire. All the enemies
died. The old lady brought guns to the
guerrilla team.
Who love the country patriots
Return to the Homeland to kill colonial
species
13. Dan Quan means army of
people. Healthy 18-year-old boys and
healthy women can volunteer to join the
Dan Quan.
The third picture is about increasing
production - Growing potatoes to save rice,
published by Tuyen Quang Propaganda
and Information Department, unknown
year.
14. Dan Quan defends the Viet spy.
15. Dan Quan helps sabotage,
transport, supply, ambulance…
Still have sky, water and soil
There is still an inch of land I still rise
Add potatoes and paddy to place
Do not worry about hunger and the
whole family are happy
Propaganda posters and comic
ThisistherichestpartofVietnamese
graphics during the war against the
French, attracting many talented artists
to join. Propaganda posters are printed
in many forms, generally not very large
due to war situations and poor printing
The fourth picture called for not
working for France - Determined not to
work for France.
Nghiên cứu trao đổi ● Research-Exchange of opinion
57
The fifth picture is about preparing
a counter-attack on May 19th for President
Ho Chi Minh’s birthday issued by Tuyen
Quang provincial news agency in 1950.
Tet paintings, compliments and beliefs,
are also involved in printing the paintings
to address issues in contemporary society.
In the past, Vietnamese farmers bought
Dong Ho folk paintings to hang on to Tet,
they can now get new folk paintings and
new content to replace Tet. The cultural
institutions at that time (news agency)
often printed and distributed to people in
free areas.
In addition to promoting the
resistance war against the French, there are
many artisans who compose folk paintings
in the form of propaganda, including Dong
Ho folk artists. These paintings are made
in the folk style of Dong Ho and Hang
Trong, with additional explanatory words
or propaganda slogans, quite beautiful
and beautiful, the frame is also small
like Dong Ho paintings, a few paintings
are printed. on the note, probably due to
the circumstances at which the material
wasn’t easy to find.
Two black and white woodblock
prints in 1952-1953 Transplanting
labor and popular education by artisan
Nguyen Dang Khiem with the content:
Contributing to work together, emulating
the bustling singing of the countryside
and Training on popular education to
respond to the movement of increasing
production, collective labor in the form of
exchanging labor (even though the form
of cooperative production has not yet
been born) and opening literacy classes,
eradicating ignorance for the people when
it was launched right after the August
Revolution.
This painting was printed on white
message paper and followed the Dong Ho
folk painting style published by the Central
Propaganda and Information Department
from 1945-1954. With content:
The sun rested on the bamboo branches
He went to kill the enemy and she stay to
raise children
Besides, there is also a series of
comic books, including five continuous
engraved prints as a story book with
drawings and poems. The general theme
was about a mountainous region where
people united to fight the West, the
guerrillas, militia, and people in the rear
produce food to support the front army.
This comic series can be made between
1952 and 1953.
Young men repay homeland
History will remember him forever
These three new folk paintings were
published by the Dong Giang Information
Company according to Dong Ho folk
painting, all painted by an artist named
Ky, in 1949 (Ky Suu). The first one
reads: The Year of the Ox: All the people
compete to participate in the production
of killing the enemy. The second picture
reads: The Year of the Ox: All the people
compete to learn letters to kill the ignorant
enemies. The third picture: The Year of
the Ox: All the people compete to kill the
French enemy. Many new folk paintings
were found for propaganda at this time,
proving it to be very popular. The folk
artisans of Ho village instead of producing
Picture 1:
A tree should not make premature
Three trees bunched up into a high mountain
The whole population rebelled
Any enemy is terrified, any Westerner is
terrified.
Picture 2:
Rain called spring sunshine
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Nghiên cứu trao đổi ● Research-Exchange of opinion
Sunny for passionate enthusiasts
battlefield
press. When goods and packaging were
produced on a larger scale, the form of
wood-based labeling was also lost, and
There is a local guerrilla
Hidden on the street sniping the enemy.
Picture 3:
only privately used in the printing of the
underworld for religious beliefs ...
She threw countryside rice
Pulling out the hand gland cover his
mouth smiling
Woodblock printing is a graphic
form that is widely used and lasting
throughout the history of graphic art. From
Buddhist scriptures to folk paintings, from
book illustrations, newspapers to works
of art, from forms of advertising printing
to propaganda, advertising ... each stage
Wood carvings all have different forms
of expression and bring a unique value
to confirm the role of this technique in
the development history of Vietnamese
graphic arts from shaping to application.
Where to go so hurry, dear
Come kill the enemy waiting for me to go
along.
Picture 4:
She went to resupply payroll
I guerrilla broke the road and shooting
tank
Tomorrow after winning the the fight i
returned
I have her side, the oath established.
Picture 5:
References:
Clouds drifting across the sky
Young people still fight the West
Mother work hard day and night.
Mashed rice to feed the army.
[1]. The Nhan Dan Newspaper was issued on
January 20, 1974
[2]. Nguyen Phan Ngoc, Tran Thi Thuc Phi,
Duong Anh (1977), Discussing Vietnamese
Fan Art, School of Information Officer.
Labelsforpackagingofgoodsduring
the French colonial period and after peace
used many forms of printing, in which
woodblock printing was popularly used
due to small-scale production and limited
quantity of goods. Types of packaging,
labels often hire artists or private outside
printing workshops to perform and
incorporate into products. From the
beginning of peace in 1954 to the 1970s,
goods were scarce, especially during the
Subsidy period, labels at that time were
only used for some common items such
as tobacco, tea, matchbox, cake. candies,
books ... they are firstly printed with
woodblock printing. Woodblock printing
is so popular that, when confectionery
packaging is wrapped in plastic bags,
people still use woodblock printing to
print the labels of the place of manufacture
on plastic bags according to the printing
[3]. (1977), Cheering paintings, Culture
Publishing House, Hanoi.
[4]. Nguyen Tran (1993), Graphic Arts, Fine
Arts Publishing House.
Author address: Dong Nai Decorative fine
arts college
Email: hoangminhphuc@gmail.com
7 trang
22/04/2022
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